COMPANY: Arnold NY
ROLE: Creative Director
CHALLENGE: While IQOS was already well known outside of the United States, we were tasked with increasing awareness of the device in preparation for the launch in the United States.
SOLUTION/CONCEPT: Together with Red Velvet, a female-run event production company out of Austin, we created an awareness event in downtown Austin that included an intimate performance by LCD Sound System.
The exterior of the building was skinned with brand graphics. Every printed piece had to follow the city of Austin's laws about the advertising of tobacco products at street level.
The ground floor of the event space was used as a bar area as well as a performance area. Digital, motion graphics covered all four sides of structural columns. In the bar area, we had branded menus and signature cocktails.
Every area of the event space was an opportunity to bring awareness to the brand including the stairwell to the second floor.
The second floor of the event space was reserved for product information and a special VIP area.
